Brand equity is the added value endowed by the brand to the product. This concept born in the 1980's has aroused intense interest among market managers and business strategists from a wide variety of industries. Brand equity can be approached in different perspectives according to the motivations and the objectives of the studies. Consumer-based brand equity is examined internally by consumers' cognition and feeling and externally by consume behavior in the market By analyzing the relationship between them we can understand how brand value is made in the mind of consumers and how it is converted into the consumer behavior,. The brand is an especially important extrinsic cue in clothing products and the apparel industry has higher brand equity when it is actually compared with the brand equity of many other industries measured as a financial asset. Therefore the purpose of this study was to find out brand value of clothing products through clothing brand equity and to understand consumer behavior of the brand. And so we focused in consumer-based brand equity. For the empirical study three brands that are predicted to have different level of brand equity were selected based on prices and market shares of the brands. As the result the consumer-based brand equity is composed of emotional and cognitive dimensions and each dimension has several sub-dimensions. These diverse dimensions of brand equity bring about differences in consumers' purchase behavior market share and price premium of brands.

This study was to examine the effects of textiles materials and wearing types on the thermal regulation responses of human, Cotton polyester wool silk and rayon were chosen as outerwears and acetate was selected as a lining. Blouse-skirt suits blouse-slacks suits and one-piece dress made of selected textiles were examined by human trials, Tests results were as follows ; 1 When subjects wore vlouse-slacks suits Tmsk was showed the highest value. There was a significant difference on Tmsk(p<0.05) when they wore one-piece dress. The temperature of microclimate inside clothing when subjects wore blouse-slacks suits showed the highest value and one-piece dress and then blouse-skirt suits in order. For blouse-skirt suits clothing without lining showed higher temperature of the back of microclimate inside clothing than clothing with lining except cotton(p<0.1) 2. There were no significant consistency of the increasing rates of thermal insulation of garment at fabric test and human trials among polyesterand silk.

This study was to examine the effects of garment types on thermal insulation using a thermal manikin. cotton polyester wool silk and rayon were selected as outer wears like a blouse a skirt slacks and one-piece for this study Acetate was chosen as a lining. Brief and upper innerwear with long sleeves(cotton) were also chosen as the innerwear. The results were as follows: 1. The thermal insulation of the garment of single layer was in proportion to the covering area of garment in all types of clothing. 2. On adding the innerwear or the lining or both the thermal insulation of the each garment of single layer were showed a different trends by garment types. The thermal manikin insulations of one-piece dress adding the innerwear was higher than those of blouse-skirt suits. The thermal insulation of one-piece dress adding the innerwear and lining was lower than those of blouse-skirt suits. 3. The increasing rates of thermal insulation of multi-layered garments had different value by garment types but garment made of rayon and silk were showed very high increasing rates of thermal insulation. 4. The increasing rates of the thermal insulation of one-piece dress added the lining the innerwear or both except polyester showed the highest value and then blouse-slacks suits' turn came ound Blouse-skirt suits had the lowest the increasing rates of thermal insualition value.

The purpose of this was to investigate the differences in recognition of brand and advertisement image according to the life style segments of adolescents. The subjects selected for the final analysis were 613 female high school students whoe were residents in Seoul Pusan and Taejeon. The statistics used for data analysis were factor analysis one-way ANOVA Duncan's multiple range test paired t-test frequency distribution and percentage by the SPSS program The results of this study were as follows : 1. The life style of adolescents wee classified into five groups : Sports Uninterest group Friend Preference/Fashion Uninterest group Sports Preference/Home Oriented group Fashion Interest group and Confidence group. 2, The brand image and advertisement image recognition didn's correspond in general 3. The brand image and advertisement image recognition were significantly different among five groups of life style. The Confidence group and Friend Preference/ Fashion Uninterest group recognized brand image and advertisement image lower than the other groups.

The objective of this study was to investigate the relationship between women's clothing westernization and the economic development in Korea. The data were obtained for the Korean women's clothes and analyzed by the linear regression method. The results were as follows: First western clothing style was adopted first for the street wear and then for the casual home wear. Second the per capita GNP as a proxy of the economic development was shown to affect the weaternization of Korean women's clothing significantly. The Korean treditional clothing was disappeared as the per capita income went up. These results support previous anthropological studies on the westernization and the economic development following industrialization. Also this quantitative study shows one way to prove Bell's hypothesis and will be of use to the economists as well as the clothing researchers.

This paper discussed the assessment of hand of denim fabrics finished by enzymatic hydrolysis. The semantic differential scale established using the database collected from university students. Analyzing the subjective rating by common factor analysis with oblimin rotation five factors expressing the hand were induced. Factor one was the surface property related to the surface roughness or softness Factor two was the durability which was related to the compactness and bearing strength Factor three was the sense of weight which was related to the thickness and weight. The moisture related properties and the sense of shape recovery were the forth and fifth factors respectively. the evaluations on the surface property weight and moisture related properties were similar by men and women However the shape recovery and the durability were evaluated differently. Surface and weight related properties were important factors judging the hand of fabrics by both group.

In order to investigate the influence of being self-consciousness of one's body size on clothing behavior we measured body size of Korean female college students directly and examined by questionnaire the degree of being self-conciousness of their body size the aspired clothing behavior and the actual clothing behavior. In addition after classifying the subjects into groups according to the degree of obesity we also examined the difference in the actual clothing behavior among the groups./ The results are as follows: 1) On the item of girth of the body parts the subjects felt thicker in the proximal and lower part of the body than in the distal and upper part of the body. And with respect to the style which exposes body silhouette the disparity between the aspired and actual clothing behavior was greater in the parts that the subjects felt thick. 2) After investigating the relationship between the aspired and the actual clothing behavior we found out that the style which subjects wanted to put on but actually did not was the style that exposes body silhouette and the style which subjects didn't want to put on but actually did was the style covers the body silhouette. 3) There was significant correlation between the subjects' consciousness of their body size and their actual clothing behavior. The self-consciousness of body size on actual dressing tend to influence the clothing for lower body more than the other parts. 4) The subjects were classified into lean normal and obese groups. There were significant differences among the groups in the frequency of wearing the clothing that expose body silhouette. The obese group had a tendency to avoid this clothing style.

This research was aimed to identify the artifact type and their characteristics of the textile related materials excavated from Koryo Dynasty tombs of Hyungok-ni Danyang. Microscopy solubility test energy dispersive X-ray spectroscopy(EDS) and fourier transform infrared spectroscopy (FT-IR) fabric density test were used for the identification and when necessary standard samples were made in order to compare its characteristics with hose of the original artifact, the result indicated that the artifacts included both textile and paper. Artifacts from Burial 14 were comprised of textile fragments FT-IR and the solubility test conducted on the artifact indicated that the textiles were made with ramie woven with plain weave technique in a fairly loose fabric density. Rest of the artifacts were all comprised of paper.

The purpose of this study is to examine consumers environmental concern environmentally responsible behavior relationship between environmental apparel product knowledge and environmentally responsible apparel purchasing behavior and demographical features which have an influence on those above NEP scale was used to measure environmental concern GERB scale to measure environmentally responsible behavior ERAB scale to measure environmentally responsible apparel purchasing behavior and EAPK scale to measure environmentally reponsible knowldge. 1. Enviromentally reponsible apparel purchasing behavior is done more by thirties of over forties than by twenties. 2. Single women are more interested in environmental concern than married women are while environmentally responsible behavior and environmentally responsible apparel purchasing behavior are practiced more by married women than by single women. 3. As well-educated people have more knowledge about environmental concern. On the contrary as poorly-educated people preactive more knowledge about environmental responsible apparel purchasing behavior. 4. The group higher interest in environmentally have more environmentally responsible knowledge than those having lower interest. 5. There is no significant difference in environmentally responsible apparel purchasing behavior according to environmental apparel product knowledge. 6. The group having higher interest in environmentally responsible behavior practice more environmentally responsible apparel purchasing behavior than those having lower interest.

The hand characteristics of bast blended fabrics are studied by a subective evaluation method. To offer basic data for development of better hand of bast fiber fabrics customer's hand preference surveys are executed as well. IN this study 51 varieties of linen or ramie blended fabrics of various blending ratio density and thickness and Hansan ramie Chinese ramie and a Shingosen fabics of various blending ratio density and thickness and Hansan ramie Chinese ramie and a Shingosen farbic and used. To evaluate the hand of the fabrics subjectively nine ranks' semantic differential scale questions of 26 items are developed with adjective pairs. A seven ranks' scale is also developed to evaluate hand preferences in blouse and jacket cloths, Through subjective evaluation of bast blended fabrics the 26 items could be classified into seven kinds of hand classification : surface characteristics extensibility/drapability felling of heaviness stiffness resilience moisture property and feeling of density. The cumulative variance value explained by these seven factors is 67.18% According to the results of fabrics' preference by age groups no significant differences are found in blouse cloths but a few significant differences are found among different age groups in jacket clothes. However experts and non-experts show considerable differences on preference It can be concluded that fabrics' preference I more dependent on professionality than on age. In the survey experts. However more drapery cloths are preferred by experts and cloths with drier touch are preferred by non-experts. Experts prefer rougher less even less winding heavier and sparser fabrics but non-experts prefer rougher lighter thinner and stiffer fabrics as jacket cloths.

This study is focused on 'mysticism' in fashion which is recently marked as one of the cultural phenomenon emerging at the end of the century, First of all the concept of 'mysticism' and 'occultism' are reviewed to define the mysticism in fashion. Mysticism as a cultural phenomenon is also examined in historical and social context. With these theoretical basis articles which were publshed in 1990s from Korean newspapers and magazines which reported cultural phenomenon related to mysticism are analyzed and categorized. Finally these categories are applied to fashion phenomenon and 'mysticimsm in fashion' is analyzed and clearly examined as a fashion trend. As a result mysticism in fashion that has arose as an end of the century phenomenon within the historical and social context could be categorized into five groups such as 'primitive religion' ' Christianity ' 'oriental philosophy' 'universe' and 'magic and witchcraft'

Consumer evaluate the jeans product by price brand and store because these cues be surrogate indicator that could infer the product quality. But we need to confirm if depending on these cues were rational and this is the goal of this study. method of the study was based on theoretical and empirical study. For empirical study experiments by the subjects among students of Ewha Womans University were done by using jeans as stimulus,. Data was analized by ANOVA factor analysis grouping analysis F-test Pearson's correlation duncan Test and etc 571 data was analyzed of the 600 data. The results of this study are as follows : Evaluation on jeans product were different even though they were exactly the same jeans. Therefore we could confirm the bias by price brand store when consumer evaluate jeans product. Cues like price brand store effected significantly the evaluation of jeans. Quality perception of jeans was most favorable when evaluation cues were combined with high price famous brand and high prestige store. Value perception was favorable when combined with famous brand and high prestige store but value perception on high price became lowe. Purchase intention correlate with value perception and it shows same format with value preception. The most important cue of all three was store the next was price and then brand. These three cues effect the evaluation of jeans product seperately and together

This research analyzes characterisation and classification of body types for the Chinese women and to compare the differences of body type with Korea women in university. The measurement has gauged in 1998 at Yeon-Gil University in China. One hundred of the Chosunjok college women aged 17 and 24 in China were measured for this research. In the results of frequency analysis a comparison of the anthropometric categories of the chinese women with those of the Koreans revealed that the Chinese women were shorter and more fat in body. In the results of factor analysis Both two groups factor 1 represented the degree of abesity while factor 2 indicated the stature and the arm length. For the Chosunjok the body types are classified into eight types but Korean has four types by cluster analysis The stature and weight varied according to types leading to a classification focusing on the body size determened by stature and weight factors.

The purpose of this study was to classify size specifications of Korean adult male for the men's ready-made garments especially jacket and dress shirts By the stratified sampling method data were collected by the real anthropometric measurement. Sample size was 263 subjects as the sample and their age range was from 36 to 43 years old 66 variables from the direct anthropometric data were applied to analyze. ANOVA is SPSSWIN 8.0 package was applied to the data and the expected frequency distribution of 10.000 men was calculated by the extraction of density function. This study was performed to classify size specificatios by the control dimensions. The drop values of 9,12 and 6 have the high coverage rate of 28.52% 23.44% respectively Obese body type ; H type HD type and HE type are composed of the majority of 55.47% of the subjects. According to the drop values size specifications and distribution of control dimensions are predicted About 69.82% of the expected frequency distribution were covered by 19 size specifications.